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Exploring The Influence of Servicescape and Perceived Value on Passengers' Purchase Decisions: Case Study in Retail Stores at Semarang Airport = Exploring The Influence of Servicescape and Perceived Value on Passengers' Purchase Decisions: Case Study in Retail Stores at Semarang Airport
Retail stores at airports often face challenges, especially in making them stand out, which causes passengers to be interested in visiting their shops and making transactions there. Previous research revealed that customers purchase products by considering servicescape and perceived value. This study aimed to (1) analyze the influence of servicescape on passengers’ purchase decision. (2) investigate the influence of perceived value on passengers’ purchase decision. Purposive sampling was used to select 100 respondents who had ever flown from Semarang Airport and bought a product from the retail stores at the airport. This study used multiple regression analysis. This study proved that servicescape and perceived value positively influence passengers’ purchase decision. The better servicescape and higher perceived value, the greater the extent of passengers’ purchase Decision. Collaboration between airport management and retailers is crucial to create a cohesive shopping experience regarding the servicescape and perceived value to increase store traffic. Airport management should provide a more strategic location for the retail stores, while the retailers should provide premium products that are worth the money spent, maintain good social interaction, and enhance the passengers’ shopping experience.
Keywords: Servicescape, Perceived Value, Purchase Decision, Retail Stores.
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